Spend Z - A Global Report
A first-of-its-kind deep dive into Gen Z consumer spending, purchasing power and shopping trends. Built for CPG, Tech & Durables retailers and manufacturers who want to win the generation that will reshape every category by 2030.
12T
Gen Z spend by 2030
2.7T
New spend added
25%
of global population
2B
Global Gen Z
Key Gen Z spending power figures from the Spend Z report, covering population size, purchasing power, consumer spending growth and category coverage through 2030.
$12T
Gen Z spend by 2030
$2.7T
New consumer spending
25%
Share of global population
2B
Global Gen Z consumers
194
Countries covered
9,400+
Cities covered
200+
Consumer categories
4x per year
Data refresh frequency
Why Spend Z
Gen Z is the largest generation in history and already spends more per capita than prior cohorts at the same age. Their consumer spending decisions will shape the products manufacturers and retailers sell for the next decade. Spend Z: A Global Report is designed to help leaders in CPG, Tech & Durables tap Gen Z purchasing power today, tomorrow and in the future - starting with these Gen Z spending statistics and trends.
Where the growth sits
The report maps Gen Z purchasing power city by city and region by region, so you can see which markets add the most incremental Gen Z consumer spending between now and 2030, and which cool off.
Key findings
Gen Z is 25% of the global population - larger than Millennials, and likely the largest cohort ever. The question is when their Gen Z spending power and purchasing power catch up to their sheer volume.
Gen Z spends more per capita than any prior generation at the same age. By age 25 their U.S. mean and median consumer spending outpaces earlier cohorts - dispelling the 'most broke generation ever' myth.
Gen Z consumer spending is set to grow by $2.7 trillion in the coming years. Manufacturers and retailers should allocate investment by anticipated Gen Z share of growth, by category and region.
Through 2030, the most dynamic Gen Z spending trends sit in alcohol and health - Gen Z drives both. In beauty they want clean, natural, cruelty-free. In food: natural, low-sugar, high-protein, no artificial ingredients.
Gen Z shopping habits
Spend Z traces Gen Z shopping habits across 200+ categories and 9,400+ cities. These patterns show how Gen Z consumer behavior is shifting purchase decisions through 2030.
Gen Z shopping habits are value-driven. In beauty they reach for clean, natural, cruelty-free products; in food they prefer natural, low-sugar, high-protein options with no artificial ingredients. The preference hardens as Gen Z purchasing power grows.
Gen Z already spends more per capita than prior cohorts did at the same age. By age 25, U.S. Gen Z mean and median consumer spending outpace earlier generations, so Gen Z shopping habits are scaling with earnings.
Two-thirds of Gen Z consumers live in Asia and Africa, but Gen Z spending growth is not evenly shared. Spend Z maps where Gen Z consumer spending grows, city by city and region by region, through 2030.
Exclusive Gen Z data
53% of Gen Zers have used buy buttons on social media networks. Social commerce is not an experiment for this cohort; it is a core Gen Z shopping habit that brands must design for.
Gen Z was born between 1997 and 2012 and represents nearly 25% of the global population. It is the largest generation to date and the fastest-growing in consumer spending.
Gen X outspent Gen Z by 40% in 2025 and remains the world's highest-spending generation until 2033. Winning Gen Z is a growth strategy for the next decade, not a switch to flip today.
FAQ
Gen Z's global spending power is projected to reach $12 trillion by 2030, making Gen Z the richest generation ever at the same age. Gen Z already spends more per capita than prior cohorts did at age 25.
Gen Z purchasing power is growing faster than any other generation. By 2030, Gen Z will add $2.7 trillion in new consumer spending, with two-thirds of Gen Z consumers living in Asia and Africa.
Through 2030, Gen Z consumer spending trends favor alcohol, health, beauty and food. Gen Z shoppers prefer clean, natural, cruelty-free beauty and natural, low-sugar, high-protein foods with no artificial ingredients.
Gen Z shopping habits are values-led: clean, natural, cruelty-free beauty and natural, low-sugar, high-protein foods with no artificial ingredients. Gen Z already spends more per capita than prior cohorts at age 25, and two-thirds of Gen Z consumers live in Asia and Africa, where Gen Z spending growth is not evenly shared.
The Spend Z report from World Data Lab provides Gen Z spending statistics, projections and trends across 194 countries, 9,400+ cities and 200+ consumer categories through 2030.
Gen Z shops where it scrolls: 53% of Gen Zers have used buy buttons on social media networks, making social commerce a core Gen Z shopping habit. Born between 1997 and 2012, Gen Z is the fastest-growing generation in consumer spending.
Not yet. Gen X outspent Gen Z by 40% in 2025 and remains the world's highest-spending generation until 2033. Gen Z is the fastest-growing cohort, reaching $12 trillion in spending power by 2030.
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A first-of-its-kind deep dive on Gen Z spending power, shopping habits and consumer trends. See how Gen Z purchasing power will reshape CPG, Tech & Durables and adjacent categories through 2030 - with the World Data Lab data model behind every chart.
Check out the Spend Z exclusive global report preview now to learn more.
World Data Intelligence tracks Gen Z spending power, purchasing power and consumer trends across 190+ countries, 9,000+ cities and 200+ categories to 2050.
